Augmented reality check for mobile marketing

John C. Tanner
18 Jun 2010
00:00

Augmented reality technology will take mobile marketing apps to whole new levels, says mobile marketing specialists i-POP.

Mobile devices and even flat-screen monitors can use augmented reality – 3G graphics superimposed over a live video image – to create more engaging point-of-sale campaigns for brands, said i-POP EVP and co-founder Colin Miles.

“This technology could unleash a host of new apps that go beyond barcodes to create a more interactive experience on any mobile device,” Miles told CommunicAsia Show Daily.

For example, the company’s logo recognition app was at the center of a recent “virtual changing room” campaign for Adidas stores in several Southeast Asian markets, in which shoppers could wave a card with an Adidas logo in front of a “digital mirror” (i.e. a wall-mounted screen with a webcam) and have virtual t-shirts imposed on their image.

“About 25% of the people who came in played around with it, took a photo with their virtual shirt and gave us their email address,” said Ian Morrison, i-POP’s product director for strategy, innovation and marketing. “So it generated a lot of good exposure for the client.”

The next step is to take the app to mobile devices. Aim your cameraphone at a logo, and the app calls up text info and even a video mapped over the image of the real logo (see pic, above).

Both apps are being demonstrated at the i-POP stand (3L1-15) in the Mobile Entertainment Forum pavilion.

Related content

Comments
No Comments Yet! Be the first to share what you think!
This website uses cookies
This provides customers with a personalized experience and increases the efficiency of visiting the site, allowing us to provide the most efficient service. By using the website and accepting the terms of the policy, you consent to the use of cookies in accordance with the terms of this policy.